Dream Demographics

Travel industry leaders from around the world will attend The PhoCusWright Conference live or via streaming and on-demand video. Among them are the travel, tourism and hospitality industry's most influential leaders, visionary thinkers and innovators with the "Next Big Idea."

2011 Conference Program Video Index

To view session video, click on the session title.
Note that only sessions with a video icon
have video available.

Monday, Nov 14

OPENTRAVEL ALLIANCE SUMMIT AND PRE-CONFERENCE PROGRAM: Monday is reserved for the OpenTravel Alliance Summit, Travel Innovation Summit rehearsals, exhibitor set up and an exclusive pre-game huddle for press, bloggers and innovators. Attendees may check in but no PhoCusWright Conference sessions take place.

Tuesday, Nov 15

Sessions are open to Tue and Tue-Thu ticket-holders and take place in the Theater of the Great Hall on the 3rd floor of the Convention Center. Other locations are noted.
The main hashtag for the conference is #phocuswright. During The Travel Innovation Summit #tis11 also applies.

Wednesday, Nov 16

Sessions are open to Tue-Thu and Wed-Thu ticket-holders and take place on the 2nd floor of the Convention Center. Workshop room locations are posted onsite.
The main hashtag for the conference is #phocuswright.

9:00 am - 9:45 am

Workshop Session 1

Presented by: Akamai Technologies
The first generation of mobile applications gave rise to sites that appeared, and functioned, much like your desktop site. With adoption of mobile devices and tablets breaking through faster than any other communications technology in history, mobile sites and applications are iterating more quickly than ever. The next generation of connected device technology needs to enable experiences that understand where the traveler is, what device they are holding and what they are trying to accomplish. Explore the top device trends today and what the future may hold.

Presented by: Expedia Media Solutions
Marketers are being told that they need to expand their social presence. But what does that mean? How valuable is a social marketing channel? Expedia Media Solutions has commissioned a custom study with Compete that focuses on social engagement among top travel and consumer brands on Facebook. Focus will be on various user segments and how they interact with Facebook, brand pages, specific social campaigns, the brand’s site directly and review lift in brand.com conversion. By focusing on cross-channel visitation and comparing one segment vs. another, we look to measure the consumer impact of a brand’s integration with Facebook. Learn how to work with industry leaders that have proven records of success in this channel.

Presented by: Travel Innovation Award Sponsors
Industry leaders from Gust, QuickMobile, The Creative Alliance, ODIGEO, Deloitte and TravelStoreMaker.com conduct a fast paced exploration into what truly makes a company and their products innovative in today’s marketplace. Is it the idea? The people? The market need? The design? All of the above? Take advantage of this session to gain some clarity on this crucial subject.

Presented by: Social Radius
The online travel industry has always been at the forefront of the digital age, leading e-commerce, email, search and digital loyalty programs. But nearly a decade into the social media era, its track record has been somewhat hit and miss. Learn about what really works in the integration of promotion, loyalty, social media and virality. Discover how the added layer of location-based platforms like foursquare have increased engagement at some travel properties more than 1,000% – with little investment from the brand owner. Delve into the 10 biggest mistakes leading brands make on Twitter and Facebook – as well as the top 10 opportunities. See why blogger outreach can still create the largest ROI in your marketing portfolio… and visit the secrets of viral video success from the team that promoted some of the industry’s top efforts.

Michael Terpin, Founder, Marketwire and Founder and CEO, SocialRadius

10:15 am - 11:00 am

Workshop Session 2

Presented by: Adara Media
Wondering how you can target travelers online? Wondering how you can capture more value from your own data? Come learn how United Airlines and other top travel brands have been able to reach each other’s customers, broadening reach among a cross section of audiences to target via purchase behavior, traveler preferences and long-term historical buying patterns. Adara Media’s platform not only allows companies to precision target, but also to customize messaging and media to reach those consumers at different points in their customer lifecycle interactions and engagement levels.

Scott Garner, SVP Business Development, Adara Media

Peter Hammer, Managing Director, United Media and Business Development, United Airlines Inc.

Layton Han, CEO, Adara Media

Monetizing your Customer: Keys To A Proper Ancillary Revenue Program

Diplomat Ballroom 1, 2nd Floor, Convention Center

Presented by: CarTrawler
Learn a step by step approach on how to leverage all aspects of your customers' trip experience to drive incremental revenue to your bottom line while providing a better online experience to your customer. Using the car rental industry as an example, this presentation touches on market and industry forces that create ancillary revenue opportunities, and how to utilize technology to leverage them for the creation of incremental ancillary revenue for airlines, hotels, car rental companies and OTAs.

Presented by: Netbiscuits
Investigate and highlight the impact mobile devices have on the everyday lives of travelers by first examining how, when and why they use their devices. Based on this understanding of usage, Netbiscuits will lay out a series of industry best practices for creating engaging mobile communications strategies around popular mobile features including geo-location, travel rewards, reservations, SMS, QR codes and more. Explore case studies that look at a series of successful travel focused mobile communications and engagement programs executed by a number of Netbiscuits’ travel focused clients.

Presented by: SilverRail Technologies
Travelers are voting with their feet and increasingly choosing high-speed rail as their preferred short-haul travel option. The convenience, comfort, environmental benefits and dramatic reduction of wasted time are just some of the benefits that attract travelers to high-speed rail. However, for corporate and leisure travel distribution companies, the story is not so great. Accessing global rail has not been easy – it has been almost impossible, but is increasingly becoming something the travel agents cannot afford to ignore. Examine the contrast of a real-life customer experience of high-speed rail relative to air travel; explore the opportunity in high-speed rail for travel distributors as customers abandon air and car travel; and gain insight on how SilverRail has solved the challenges to make rail as easy to book as air.

Presented by: Tealeaf
When your vision is to build loyalty through passion and innovation, the first place you go for information is your customers. Learn how to leverage customer data to drive innovation and revenues for your business.

Presented by: Cognizant
With the unbundling of rate structures, the emergence of ancillary services that are now core to travel suppliers' top and bottom lines, and the escalating demands of "always connected" customers, travel players must create a new user experience.

Key takeaways:
• The impact of unbundled fares, ancillary services, new digital channels and demographic shifts such as the rise of "millennials"
• Our research on how traveler preferences and expectations will shape the future of travel
• How the travel industry can leverage customer-centric concepts that have been successful in other industries such as retail
• How predictive analytics can optimize customer value

Presented by: Experian Marketing Services
Sure, you know how your customers are behaving on your website, but how much do you know about where else they spend their time? Guessing where key constituencies like women or families visit online can be a costly assumption when developing media plans. Using audience segmentation can help you identify preferred online destinations, search behavior, demographics and psychographics to drive informed marketing strategies. Learn how to tailor your marketing initiatives, such as email, social and search, reach your target customers with confidence, and hear how Norwegian Cruise Line engages their passengers through a dynamic email on-boarding process.

Presented by: MasterCard
We are in challenging times for marketing. Current models are limited and the use of demographic data and in-store spend is no longer enough. In-store spend alone does not show your full category opportunity or competitive positioning:
• Demographics only takes segmentation so far
• Survey data is inferred, not real behavior

Presented by: MotionPoint
Executives from Delta Air Lines, Amtrak and Wyndham share the international online marketing lessons they have learned. Insights include why they chose to target new markets with their websites, what surprised them the most, and the advice they have for companies looking to reach an international audience online.

Presented by: RKG: The Rimm-Kaufman Group
Search remains one of the best ways to directly connect a potential customer’s intent to travel with the trips, transportation, rooms or experiences that you’re offering. But are you taking advantage of all that is available in search to attract more customers, drive more revenue or maximize profits?

Join RKG as they present tactics to drive more out of your paid search program. In this interactive session, RKG will address the newest search features for travel advertisers and present ideas for boosting your top and bottom lines. You’ll walk away with specific, detailed tactics that you can implement to make more money, including:
• Evaluating keyword and bidding strategies focused around your customer
• Leveraging inventory availability to improve search profitability
• Maximizing revenue through smart geo-targeting
• Capitalizing on changing customer behavior in peak seasons

RKG shares proven tactics that allow you to attract your travel customer and make more money now!

Sessions are open to Tue-Thu and Wed-Thu ticket-holders and take place in the Theater of the Great Hall on the 3rd floor of the Convention Center. Other locations are noted.
The main hashtag for the conference is #phocuswright.

Thursday, Nov 17

Sessions are open to Tue-Thu and Wed-Thu ticket-holders and take place in the Theater of the Great Hall on the 3rd floor of the Convention Center. Other locations are noted.
The main hashtag for the conference is #phocuswright.

Acknowledge the 2011 Class of 35 as they are introduced to the travel industry on Center Stage. The Young Leaders Summit@The PhoCusWright Conference promotes executive management development among rising stars in travel, tourism and hospitality.